Video or text? Business Communication in focus

I guess you didn´t miss that videos are taking over as the main channel to communicate your brand and business. Either it is a recorded presentation, a slideshow with voice over, an animated video or maybe the new trend with interactive videos - the message is simple "Video is a must for your business". 

Read more for some tips on how to do it...

Video has emerged as a powerful tool for businesses and brands to communicate with their audience. According to Content Marketing Institute B2B survey, 62% of marketers said use of videos was an effective tactic for their organization in 2016. So, why wait for your audience to read through the last word, capture their attention with a quick video.
​Read the full article by Himanshu Batla - "Is Interactive Video Content the Future of Business Communication?"

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Text will off course be useful in some situations but we can also see a transformation into the use of highlighted keywords rather than long detailed texts. One reason is of course that we all use smaller devices like smart phones to scan the web and check our messages. In most situations it is easier to watch a video and to listen to a voice rather than reading a text with a font size that makes an eagle book a meeting with an optician. 
For us working in SMEBOX, Powtoon has become an often used tool to create our animated videos. Try it yourself - or let us help you take your first steps towards animated videos. This is one example presenting SMEBOX as a Digital Media Partner:

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1. Decide what you want to say to who

Either you choose to produce and do all the work in house or you prefer to let an external partner do it - you will need to create a base for the content.
​No short cuts here - like in all marketing activities you need to understand who you are addressing with your video and what you want to say. Not at least - what do you want the viewer TO DO after watching your video? (Or maybe already in the middle of it?)

• Target group (Persona)
• Message
• Action (CTA)

2. Create a Scenario or a Story Board

Describing the Story you want to tell can be done by putting yourself in the role of an author, writing a novel. What will happen in the first scene, the start. What are the steps in the development of your story? Imagine the classical comic strips - short and to the point with a clear message. Of course you need a closing scene that the audience remember.

• Attention (you have a few seconds to convince your viewer to stay and watch your video)
• Problem/Need (what needs or problems are you addressing?)
• Solution (what can you provide your customer with to solve the problem)
• How to get it? (how can the customer get your product/service)

Or as expressed in the AIDA-model of marketing - Awareness, Interest, Desire and Action. Keep in mind that o good story requires a "red thread" that keeps it together and creates a path to follow.

3. Decide channel

Of course you should include your thoughts about the best channel already in step 1 - but after setting target group, content and message as well as building your story - you will be able to make a decision. One quite normal experience is that based on the core story you will decide on alternative versions for different channels. 

• Youtube (that you easily can share to other channels)
• Instagram (think about the scenes and the images/views)
• Facebook (uploaded video - on a page or on your personal timeline)
• LinkedIn (in a post or in an article?)
• SnapChat (check the formats used!)
• Twitter (How can you tweet your target group to watch a video)
• Your website (either in a static page or in a blog/news page)

4. Keep it short

You are not producing the next "Star Wars" movie - you have to keep the video short and to the point.
Depending on what channel you plan to use it for the typical length of a promotional video is from 30 sec to 1 minute. An "explanation video" can be a bit longer maybe up to 2-3 minutes depending on the channel and how you can keep the interest of the viewers.

• Promotional video (selling a product or service)
• Explanation video (showing a "how to" solution")
• Trailer (for a longer video)
• Introduction (to a course maybe)

5. 4 keys to success

Keep these 4 keywords in mind when creating your video - and you are at least one step closer to a success:

• Short
• Explanatory
• Entertaining
• Attractive

6. Update and rework

Your video is not a lifelong everlasting production like the old movies or TV - series. It has to be updated and not at least you need to listen to the feedback, analyse the results etc... and determine changes to be done to make your message reach the audience in a way that attracts them. Not at least make the do the action you had as the goal for it.

• Measure results (make sure you can measure the results of the video - and the channels used for it)
• Analyse behavior (are your audience watching it, do they follow your call to action?)
• Listen to feedback (don´t argue - just listen :-) 
• Adjust and fine tune 

A good tips here is to keep watching out. What are your competitors doing, what are your customers doing, what are other domains doing - to create videos that gives the wanted result. Keep up with new ideas and technologies available around the World.

7. Share it - share it - share it

Remember to use your video constantly and for a long time. Of course you will not be able to send only this video 24/7 in your channel but remember to use it again and again. (A good tip could be to avoid content that limits the life time - if you are not promoting an event on a certain date)
If you are a senior entrepreneur I think you remember the piles of printed brochures that lasted for several years and that needed to be used before updating and printing new ones. You couldn´t just give them to all you met in the street - because they were expensive and you wanted to be sure to reach the correct potential customer. With the digital material it is the opposite - the more you can spread it - the better.

Good luck with your Video!